The moderating effect of need for belonging and communal-brand connection on counterfeit purchasing
Year of publication: |
2020
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Authors: | Hawkins, Matthew A. |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 57.2020, p. 1-9
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Subject: | Counterfeit | Need for belonging | Communal-brand connection | Consumer behavior | Brand community | Social-linking value | Konsumentenverhalten | Consumer behaviour | Produktpiraterie | Product counterfeiting | Markenimage | Brand image |
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